How Do Social Media Algorithms Work?
Keeping up with social media algorithms is like piecing together a puzzle that keeps changing. These algorithms decide where your social media posts appear on people's feeds and how well your ads perform. Because algorithms can shift without notice and every platform prioritizes content differently, cracking the algorithmic code can be tricky for marketers.
However, at Optimize Digital Marketing, we understand how ranking signals work and what kind of content engages users and fuels the algorithms. In this guide, we’ll break down what social media algorithms are, how they work on various social media platforms, and how you can create content that leverages algorithms to your advantage.
What Is a Social Media Algorithm?
Social media is a significant part of daily life for many people, introducing them to new brands, connections, and content that educates, inspires, and entertains. How users see that content has evolved over time, moving from simple chronological timelines to smart feeds based on user preferences and behaviors. This change is thanks to algorithms, which use mathematical rules and signals to rank content automatically on social media platforms.
From the Twitter algorithm to the YouTube algorithm, each exists to sift through a high volume of posts and curate users’ feeds with the most relevant content. By ranking and serving up content and ads in feeds, algorithms deliver personalized social media experiences with content that resonates with users.
How Do Social Media Algorithms Work?
Algorithms consider factors like past interactions, the type of content a social media user engages with most often, and peak activity times.
However, each algorithm has its own rules, and the rules change often. From small tweaks to major overhauls, keeping up with the latest updates is crucial for developing the most relevant, engaging content on each platform.
You don’t have to know every mathematical formula that goes into the process. Instead, familiarize yourself with what makes each social media feed tick so you can create a platform-specific content strategy. A good rule of thumb is to focus on creating high-quality content that’s relevant and engaging for your target audience.
Here’s a closer look at the specifics of these algorithms on several major platforms to help drive your content strategy.
The Instagram algorithm is all about relationships. When users follow, comment, chat, or engage with content, that account’s posts and Instagram ads are more likely to show up on their feeds. As such, getting people to engage with your Instagram Reels, feed posts, and stories is vital for appeasing the algorithm and boosting visibility.
User interests call the shots here. For example, a flood of home improvement and plant-care pictures in an Instagram feed means the user has interacted with that type of content — and the algorithm is serving up similar posts.
Additional ranking signals include relevance and popularity. Posting timely content encourages more engagement and increases post popularity, a gauge of engagement levels and the speed with which users interact with content.
This popularity boost doesn't just push content into regular feeds. It can also drive it to the Explore page, where more people might discover it. Like the Instagram feed, the Explore page is user-specific; the algorithm decides what shows up here according to user behaviors.
The Facebook algorithm favors content from people and pages users interact with the most. So, if a user regularly engages with a brand’s content, its posts are likely to appear more frequently.
Content type is another factor in Facebook's algorithm. If someone prefers videos over photos, Facebook ensures the user sees more video content. The same goes for photos or other post formats.
Engagement matters, too. Posts garnering likes, comments, and shares are more likely to get a ranking boost, especially when those interactions come from people a user frequently interacts with.
Last but not least, quality matters in the Facebook algorithmic equation. The platform values content that is "meaningful," "informative," "accurate," and "authentic" — ranking signals that guide the algorithm in determining the quality of posts.
TikTok
TikTok can be a valuable platform for marketers aiming to captivate a young demographic with creative video content. Interactions matter most to TikTok’s algorithm, as evident in the For You feed. Here, TikTok prioritizes videos similar to others the user has viewed and engaged with previously.
The algorithm relies on the following ranking signals:
- User interactions like accounts followed or hidden, content engaged with or deemed “not interesting,” and behavior in the Discover tag
- Video details like captions and hashtags
- Device and account settings, including country and language
The good news for startup businesses is that TikTok doesn't prioritize recommendations based on follower count. Instead, it values engaging video content. This means every business, regardless of size, has a shot at getting its content seen by users, fellow brands, and creators. The proof is in the platform's many small-business success stories, including one hair-tie creator who built a six-figure company after shifting her marketing from Instagram to TikTok.
To mirror this success, piggyback off trending topics and popular TikTok-native sounds, filters, and text treatments. The more authentic to TikTok, the better — so avoid simply reposting content from other platforms.
YouTube
For businesses leveraging YouTube, the following ranking signals come into play:
- Video performance: The algorithm favors popular videos, gauging their success through metrics like view duration, likes, dislikes, and click-through rates.
- Watch history: YouTube recommends videos based on viewers' watch history. If a viewer has shown interest in certain types of content before, the algorithm suggests similar videos.
- Context: Videos that share a topical connection or are often watched together tend to appear in the "suggested videos" section, presenting content that aligns with users' interests.
To best leverage the YouTube algorithm, create high-quality, longer-form videos with clear calls to action (CTAs).
LinkedIn is the place to be if you’re targeting a business-to-business (B2B) audience. The social media network attracts 65 million decision-makers seeking informational content, partnerships, and opportunities to improve their business operations.
The LinkedIn algorithm relies on the following ranking signals to determine which content appears in which feeds:
- Post quality: The algorithm sorts content as spam, low-quality, or high-quality. Not surprisingly, you should aim for the latter of the three.
- Early engagement: A secondary quality test, early engagement after posting, improves the chances LinkedIn will push the content further to other users.
- LinkedIn connections: Close connections are likely to see your posts. The algorithm also considers the pages, groups, and hashtags people follow to determine which topics interest them.
As a LinkedIn best practice, create top-notch content that adds value and encourages quick, consistent engagements. Also, follow and use relevant pages, groups, and hashtags. These simple moves can strengthen your presence on the platform.
How To Use Social Media Algorithms to Your Advantage
When you understand how various social media algorithms work, you can create content tailored to your target audience. Done right, this content can generate greater engagement via reactions, comments, shares, views, and clicks. It can also help train the algorithms to prioritize your content and improve your posts’ reach — the number of people who see your content.
Follow these tips to improve your social media marketing strategies and leverage algorithms in your favor:
- Post relevant content: Although relevance varies by platform, focus on creating content that appeals to your target audience.
- Avoid clickbait: If your content appears misleading or spammy, social media algorithms will likely avoid pushing it into users' feeds.
- Stay on trend: Posting on trending topics will help you engage users as they scroll and improve your rankings.
- Use CTAs: If you want more interactions, ask for them with strong CTAs that encourage early engagement with your content.
- Test new marketing strategies: Given the fluctuating nature of algorithms, you can’t afford to stagnate with your content strategy. Experimenting with new ideas inspired by your feed and adapting them to align with your goals and branding can help you stay ahead and thrive online.
With a deeper understanding of social media algorithms, you can create content across your social media accounts that appeals to various ranking signals. To learn more about Optimize and how we can harness the power of social media algorithms for your business’s marketing campaigns, schedule your free consultation today.